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Calculate the performance versus sales targets

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Reference no: EM132953777

Case Study Nature

Care Products

NatureCare Products is based in Brisbane, Australia. The company manufactures and retails eco-friendly, high quality beauty skin care products. The business was established in 2011 to cater for a perceived demand for skin products that contain eco-friendly and natural ingredients. The company also has an emphasis on eco-friendly packaging.

Environmental concerns, ethical concerns, therapy awareness and organic attitudes have all contributed to the growth in popularity of natural-based personal care products. It is predicated that natural/organic skincare, hair care and cosmetics sales will continue to grow strongly in the retail sector. Cosmetics in general are also still growing strongly.

Currently the business is selling its products through a number of retail outlets throughout Australia, mostly health food stores. It also has a web site with a shopping cart and approximately 30% of sales are sold through the web site.

The company currently has a range of products that includes:

  • Cleansing creams to soothe skin during make-up removal. Primary ingredients include Shea butter to nourish the skin and plants extracts that are also rich in essential oils with regenerating and anti-inflammatory properties. This product will be for delicate and mature skins and could also be used as a baby cream.
  • Multi Protection Day Moisturizing Creams for dry to normal skin types that help protect the skin during the day and includes Shea butter and extracts from fragile green algae that provides hydrating and protective properties.
  • Regenerating facial scrub to clean off dead skin cells to promote regeneration of healthy new cells. This product will be used for most skin types.

The company would like to add more products over time and is focused on a range of products to meet particular skin needs rather than a one-size fits all.

The company's target customers are those that want high quality, eco-friendly products. The consumer profile identified for the target group are professional women aged 25 to 55. The intended strategy of the company as identified in its Marketing Plan is niche marketing to the target group based on positioning the products as high quality and eco-friendly.

Currently, with the products only sold in a few health stores across Brisbane, total sales are fairly small. NatureCare Products also wishes to create awareness of its products amongst consumers and to position itself as a quality product against similar products. The price for the product will be around the same as competitors' prices for similar products.

Problem 1: Give a summary of how well the sales plan has been implemented

Problem 2: Give recommendations for future promotional activities based on the outcomes so far.

Problem 3: Calculate the performance versus sales targets

Reference no: EM132953777

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